<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202018000400103</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[El marketing digital como herramienta en el desempeño laboral en el entorno ecuatoriano: estudio de caso de los egresados de la Universidad de Guayaquil]]></article-title>
<article-title xml:lang="en"><![CDATA[Digital marketing as a tool for labor performance in the Ecuadorian Environment: Case study of graduates from the University of Guayaquil]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bricio Samaniego]]></surname>
<given-names><![CDATA[Karina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Calle Mejía]]></surname>
<given-names><![CDATA[José]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Zambrano Paladines]]></surname>
<given-names><![CDATA[Mario]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guayaquil  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>República del Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2018</year>
</pub-date>
<volume>10</volume>
<numero>4</numero>
<fpage>103</fpage>
<lpage>109</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202018000400103&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202018000400103&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202018000400103&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El marketing digital se ha vuelto una herramienta necesaria y eficaz en las empresas, debido a las nuevas implementaciones y transformaciones tecnológicas. La presente investigación tiene como objetivo analizar el marketing digital como herramienta en el desempeño laboral del entorno ecuatoriano a través de un estudio de caso llevado a cabo a los egresados de la Universidad de Guayaquil. Se aplicó una metodología cuantitativa, con una muestra aleatoria de 376 egresados ubicados en diversas empresas de la ciudad de Guayaquil. Entre los resultados se evidenció que el uso del marketing digital es fundamental en el buen desempeño laboral de los graduados, la mayoría de las empresas donde estos laboran usan plataformas en línea, promocionan los productos o servicio de la empresa, interactúan con bases de datos de clientes, y trabajan con su propia página web. El conocimiento de herramientas y tecnologías del marketing digital hace que los profesionales sean más competitivos y logren una mejor fidelización y conexión con los clientes del negocio.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Digital marketing has become a necessary and effective tool in companies, due to new implementations and technological transformations. The objective of this research is to analyze digital marketing as a tool in the labor performance of the Ecuadorian environment through a case study carried out to graduates of the University of Guayaquil. A quantitative methodology was applied, with a random sample of 376 graduates located in various companies in the city of Guayaquil. Among the results, it was evidenced that the use of digital marketing is fundamental in the good labor performance of the graduates, most of the companies where they work use online platforms, promote the products or service of the company, interact with databases of clients, and they work with their own web page. The knowledge of tools and technologies of digital marketing makes professionals more competitive and achieve better loyalty and connection with business customers.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing digital]]></kwd>
<kwd lng="es"><![CDATA[desempeño laboral]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[tendencias del marketing]]></kwd>
<kwd lng="es"><![CDATA[plataforma digital]]></kwd>
<kwd lng="en"><![CDATA[Digital marketing]]></kwd>
<kwd lng="en"><![CDATA[labor performance]]></kwd>
<kwd lng="en"><![CDATA[social networks]]></kwd>
<kwd lng="en"><![CDATA[marketing trends]]></kwd>
<kwd lng="en"><![CDATA[digital platform]]></kwd>
</kwd-group>
</article-meta>
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